1. Maine Lobster Promotion Council

2. State/Industry supported initiative Industry Structure Varied composition/fragmented Important to State Need for coordination Balance resource management

3. Started in 1991 Harvesters, Dealers-Processors & Public members & Public members State Agency Funded by License Surcharges Maine Lobster Promotion Council

4. Council Composition: 9 Members, 3 Regions - West, Mid-Coast, East One Harvester, One Dealer-Processor, One Public Member from each region + DMR Commissioner as ex- officio member Rotating 3 year terms, renewable for one extension term ALL VOLUNTEERS Maine Lobster Promotion Council

5. Purpose : Market and Promote the sale of Maine Lobster Locally - restaurants, fairs, lobster festivals Regionally – retail chains, NE festivals, events Nationally – retail chains, foodservice orgs Internationally –Trade Shows/missions

6. Maine Lobster Promotion Council Support Industry Marketing efforts Early efforts – Local Markets Public relations Media support Promotional literature Local Advertising

7. Maine Lobster Promotion Council Status changed to: Instrumentality of the State vs State Agency in mid 90s. More flexible, non State Budget dependent agency Truly an industry supported coalition

8. Maine Lobster Promotion Council Late 90s, Early 2000s – broaden scope to more national focus and programs International Trade shows & Trade missions Consumer research

9. Broad scope of responsibility Limited budget, limited staff Executive Director and 2 support staff Volunteer Council members Maine Lobster Promotion Council

10. Evolved into broader Industry support Industry Advocacy Legislation support, both local and National Educational/informative Research & Business Development

11. Maine Lobster Promotion Council Challenges – Developing Consensus among participants Environmental and sustainability issues Global marketing arena-competition Brand development/value added positioning Funding/Investment

12. Maine Lobster Promotion Council Focus – Continue to build on success with educational programs with Chefs and future chefs. Continue research – consumer tastes and preferences, Customer needs Develop models for enhanced value generation within the Supply Chain

13. Maine Lobster Promotion Council Future – Encourage active involvement of all parties in the Supply Chain to build value Develop active, dynamic Marketing model for Brand development globally